Global marketing strategy
Author(s)
Bibliographic Information
Global marketing strategy
(McGraw-Hill series in marketing)
McGraw-Hill, c1995
Available at 30 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
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Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
658.8-556s081000090414*
Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
Table of Contents
- The trend toward globalization
- phases in the evolution of global marketing strategy
- information for international marketing decisions
- first steps to globalization
- defining global competitive advantage
- market selection decisions - timing and sequencing of entry
- modes of entry into global markets
- establishing local market expansion objectives
- product positioning and segmentation
- tailoring programmes to local markets
- implementing market expansion strategies
- global rationalization
- charting direction in global markets
- developing global competitive strategy
- developing the corporate infrastructure for global implementation
- the global imperative.
by "Nielsen BookData"